First, blogging is considered one of the New Media, and there are still plenty of executives out there who are not familiar with it. Many believe it to be complicated when it's really as simple as e-mail.

Secondly, there are some concerns about compliance, particularly for publicly traded companies. How can firms ensure that the information released through a blog does not expose the company's plan prematurely? The SEC is now allowing blog posts to be used as a method of releasing official company news, making it important to these firms that what is released there is carefully controlled.

Finally, many executives become very concerned when they are informed that the success of the blog depends, in part, upon allowing the conversation to get out of control. If the messages are too tightly controlled, no one will engage with the company through the blog. When the company loosens up, it becomes very difficult to ensure that all comments conform with the company's view of itself, it executives and brands.

During good times, these concerns are enough to stop new media efforts in their tracks. But when the economy is down severly, as it is now, a 20 percent increase in revenue suddenly makes the effort seem worthwhile.